Orders and AOV cannot be compared year on year. 1,560 of last year's 2,911 orders — 54% — were $0 TikTok Shop free samples run Nov 2024 to Mar 2025. Revenue is unaffected; order counts and AOV are not. Use the clean six-month comparison in the Year on Year report.
Attribution is Klaviyo's own last-touch model, on Shopify orders only. It will not reconcile to Shopify or GA4 and is not total revenue. A separate Square point-of-sale integration recorded a further $35,312 across 372 orders this year, excluded throughout.
Campaign-level revenue is noisy. 162 attributed orders across 37 campaigns — a 4,000-person send expects about 5 orders, with a 95% range of 1–10 by chance alone. Campaign tables are a record of what happened, not a ranking of what works.
Using the charts
Every chart is interactive. Click any metric name to show or hide it — the chart rescales to what is left, which is how you see a small series otherwise dwarfed by a large one. Hover any period for exact values. Charts mixing units offer Compare trends (each series indexed to its own peak, so trends line up despite different units) and Actual values. n/a means a rate was deliberately suppressed on too small a base — not that the value was zero.